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Mailbag Review: Getting the Envelope Opened

March 18, 2010 by Paul Bobnak, director of the Who's Mailing What! Archive
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Likewise, the handwritten outer from AT&T (Archive code #837-171624-1001), when opened, reveals what seems to be a photocopied promotion for its high-speed internet service. To create that low-budget look, some of the dark shading near the edges is faded, and to add a personal one-to-one touch, handwritten notes in blue ink point out features like "great for when you're on the road," and a $250 cash-back incentive "that will come in handy!"
 

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Available as a PDF

A guide to the science of direct response testing today, including best practices, power tests, small vs. large test, analyzing results, testing mistakes, new tricks and more.

Direct marketing — regardless of the channel — is that unique combination of art and science. Direct marketing strategists are constantly striving



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